THE IMPACT OF PRICING ON CONSUMER BEHAVIOR ON THE WILDBERRIES PLATFORM

Abstract

Objective. Empirical assessment of the impact of Wildberries marketplace pricing tools on behavioral patterns, value perception and consumer loyalty in the context of regional socio-economic specifics. Materials and Methods. Research is based on quantitative marketing analysis methodology. An online survey of active users of the Wildberries platform living in the DPR was conducted, using Sociotrix to create surveys. The toolkit included questions for constructing a portrait of the respondent, a scale for assessing the importance of selection factors, an assessment of the perception of the price level and loyalty programs. Results. It has been established that the price factor is dominant for the target audience of the platform, while its significance competes with the factor of social evidence. A high price sensitivity was revealed, as more than half of the respondents rated the importance of the price at 7–10 out of 10. Despite the perception of platform prices as competitive, 37% of users are ready to move to competitors with a better offer. However, the study showed that the successful implementation of the pricing policy at Wildberries requires an integrated approach that includes not only pricing, but also maintaining the quality of goods, developing loyalty programs and increasing customer awareness. Conclusion. The results confirm the hypothesis of a critical dependence of consumer behavior on the marketplace on price incentives and the need for an adaptive pricing strategy. The findings of the study emphasize not only the establishment of a competitive price, but also comprehensive work with value perception through strengthening loyalty programs and increasing quality transparency. The data obtained are of practical importance for the development and adjustment of marketing strategies of Wildberries and other digital platforms operating in regional markets with special socio-economic conditions.